McKinney Boosts Media Capabilities

Add McKinney & Silver to the growing list of shops adding connection planning to their offerings.

The Raleigh, N.C., agency has lured Fallon Minneapolis director of connection planning Doug Holroyd as executive director of connection planning, a new position. Holroyd will focus on consumers’ relationship with media, including interactive, public relations and traditional media, he said.

“I see … consumers wanting brands to help them navigate through their life,” said Holroyd, 35. Lands’ End, for example, could benefit if the company’s catalogs were available at airport kiosks, he noted. “There are times and moments where someone would appreciate the experience.”

The size of McKinney’s connection planning department has not yet been determined, Holroyd said. He is the only connection planner at the shop thus far.

An Ohio native, Holroyd was hired by CEO Brad Brinegar, to whom he reports. Like Brinegar, Holroyd began his career at Leo Burnett in Chicago—although the two never worked together—working in the media department for seven years.

He joined Fallon in 1999 and with media director Lisa Seward helped establish connection planning. The discipline, based on a British model, is gaining popularity in the U.S. TBWA\Chiat\ Day has established it throughout its network under the TBWA\ Connect banner, and Fallon recently aligned its 4 connection planners with its 11 account planners into one strategic-communications group.

“Essentially, it’s the creativity of account planning applied to media buying,” said one source. “It works best in creative-driven shops like McKinney.”